WEB MARKETING

Economia e Management WEB MARKETING

0212700023
DIPARTIMENTO DI SCIENZE AZIENDALI - MANAGEMENT & INNOVATION SYSTEMS
EQF6
BUSINESS MANAGEMENT
2017/2018

OBBLIGATORIO
YEAR OF COURSE 3
YEAR OF DIDACTIC SYSTEM 2014
SECONDO SEMESTRE
CFUHOURSACTIVITY
1060LESSONS
Objectives
KNOWLEDGE AND UNDERSTANDING
THE COURSE AIMS TO TRAIN PROFESSIONALS CAPABLE OF LEARNING, DEVELOPING AND IMPLEMENTING ONLINE STRATEGIES IN ECONOMIC ORGANIZATIONS, MOVING FROM OBSERVATIONS OF THE CONTEXT AND ANALYSES OF THE TECHNOLOGICAL INNOVATIONS, WHILE INVESTIGATING, EVER MORE USER-CENTRIC, WEB TRENDS.

APPLYING KNOWLEDGE AND UNDERSTANDING
THROUGH THEORETICAL STUDIES, EXERCISES AND CASE STUDIES, STUDENTS WILL ACQUIRE THE SKILLS TO UNDERSTAND THE MANAGERIAL PROBLEMS AND OPPORTUNITIES THAT INFORMATION TECHNOLOGY AND THE CURRENT DEVELOPMENT OF THE NET ECONOMY OFFER TO THEIR SOLUTIONS.
THE COURSE IS BASED ON TWO MODULES.
THE SPECIFIC PURPOSES OF THE MODULE I ARE THE FOLLOWING:
1. TO KNOW WHAT INTERNET TECHNOLOGIES MODIFY MARKETING ACTIVITIES FROM STRATEGIC AND OPERATIONAL POINT OF VIEW;
2. TO ANALYZE THE EVOLUTION OF ONLINE CONSUMER BEHAVIOR CONSIDERING THE USE OF SOCIAL MEDIA;
3. TO KNOW THE MECHANISMS THAT ALLOW THE INTEGRATION OF THE DIGITAL MARKETING ACTIVITIES AND THE GENERAL MARKETING STRATEGY;
4. TO UNDERSTAND THE MAIN TOOLS OF MARKETING AND DIGITAL COMMUNICATION;
5. TO AWARE OF THE COMPETENCES FOR DEVELOPING, IMPLEMENTING AND ASSESSING DIGITAL MARKETING PLANS AND SPECIFICALLY THE SOCIAL MEDIA;
6. TO ANALYZE THE DIGITAL MARKETING AGENDA.

THE SPECIFIC PURPOSES OF MODULE II ARE THE FOLLOWING:
1. TO DEVELOP THE ABILITY TO APPLY THEORETICAL KNOWLEDGE RELATED TO WEB MARKETING AND BIG DATA ANALYTICS FOR COMPANIES.
2. TO BE ABLE TO MANAGE DIGITAL MARKETING TOOLS IN LINE WITH THE COMPANY’S AIMS.
3. TO EVALUATE THE RELEVANT INFORMATION THAT WEB PROVIDES TO SUPPORT DECISION-MAKING PROCESSES IN THE SHORT, MEDIUM AND LONG TERM.
4. TO UNDERSTAND AND BEING ABLE TO USE VARIOUS DATA COLLECTION METHODS AND TECHNOLOGIES, AWARE OF THEIR ADVANTAGES AND THEIR LIMITATIONS.
5. TO DEEP WEB MARKETING STRATEGIES FOR THE PROMOTION AND DEVELOPMENT OF INNOVATIVE BUSINESSES.
6. TO GRASP, THROUGH AN APPROACH STRONGLY ORIENTED TO THE USE OF THEORETICAL TOOLS AND REFERRED TO COMPANY CASE STUDIES, THE INNOVATIVE PERSPECTIVES AIMED AT THE COMPETITIVE ADVANTAGE RECONFIGURING IN COMPANIES.


Prerequisites
IN ORDER TO UNDERSTAND AND KNOW HOW TO APPLY MOST OF THE TOPICS COVERED DURING THE COURSE, IT IS SUGGESTED TO PASS THE FOLLOWING EXAMS: ECONOMIA E GESTIONE DELLE IMPRESE; FONDAMENTI DI MARKETING.
Contents
MODULE I:
-INFORMATION AND COMMUNICATION TECHNOLOGIES;
-EVOLUTION OF MARKETING;
-TRANSITION PROCESS TO E-BUSINESS (THE RI-DEFINITION OF THE VALUE CHAIN );
-E-MARKETING, E-BUSINESS AND E-COMMERCE;
- FROM MASS MARKETING TO PERSONALIZED MARKETING;
-NETWORK MARKETING MANAGEMENT: NETWORK STRATEGY, CONSUMER PROFILATION, COMPETITIVE TARGETING AND POSITIONING ON-LINE;
-MARKETING-MIX AND RETAILING-MIX;
-ON-LINE CHANNEL MANAGEMENT, E-COMMERCE;
-FROM LOGISTIC TO COGNITIVE INTERMEDIATION;
-PERMISSION MARKETING AND PRIVACY IN MANAGING DATA;
-DYNAMIC PRICING PRICE DETERMINATION MODES;
-COMMUNICATION-MIX ON-LINE: AREAS, TECHNIQUES, FORMS AND MEDIA COMMUNICATION DIGITAL.
-EMPOWERMENT OF ON-LINE CONSUMERS, ON-LINE REPUTATION;
-OPINION ONLINE LEADER (INFLUENCER) AND VIRAL MARKETING;
- VIRAL MARKETING IN VIRTUAL CONSUMPTION AND REPUTATION-BASED SYSTEMS - OPERATIONAL PRINCIPLES OF SEO / SEM - CONTENT MARKETING;
SOCIAL MEDIA MARKETING - CONTROL AND EVALUATION OF E-MARKETING RESULTS AND WEB COMMUNICATION (WEB ANALYTICS).

MODULE II:
THE USER-CENTRIC PERSPECTIVE. THE GENERATION OF INFORMATION THROUGH NETWORKS: BETWEEN DEVICES AND CHANNELS, DIGITAL CONSUMERS DESIGN THE NETWORK. STRUCTURED AND UNSTRUCTURED DATA: VOLUME, VARIETY AND SPEED WITHIN THE DIGITAL ECOSYSTEM. FROM THE USE OF DATA ANALYSIS TECHNOLOGIES TO THE EXTRACTION, COMBINATION AND ANALYSIS OF THE VARIOUS TYPES OF DATA. BUSINESS MODEL INNOVATION AND ACQUISITION OF VALUE FOR THE COMPANY.
OTHER CONTENTS: NEW TECHNOLOGIES AND DATA-DRIVEN BUSINESS MODELS; WEB’S EVOLUTION AND BIG DATA; THE ANALYTICS MARKET: SECTORS AND APPLICATIONS; SENTIMENT ANALYSIS; BUSINESS INTELLIGENCE, CONTENT MANAGEMENT, INFORMATION RETRIEVAL, PREDICTIVE ANALYSIS, KNOWLEDGE MANAGEMENT, MACHINE LEARNING. DATA ANALYTICS INTEGRATION WITHIN COMPANIES: THE ROLE OF STARTUPS; LINGUISTIC METHODS FOR THE ANALYSIS OF CONVERSATIONS.
Teaching Methods
THE COURSE INCLUDES 60 HOURS OF LECTURES AND PRACTICAL EXPERIENCES. SPECIFICALLY, THERE ARE 40 HOURS OF CLASSROOM LESSONS AND 20 HOURS DEDICATED TO CASE STUDIES AND SEMINARS FROM MANAGERS
Verification of learning
FOR THE FIRST PART:
IT IS NEEDED TO PASS THE EXAM THAT CONSISTS OF A WRITTEN TEST AND AN ORAL EXAM. THEY MAY TAKE PLACE ON DIFFERENT DAYS, EACH ONE IS INTENDED TO BE EXCEEDED WITH A MINIMUM VOTE OF 18/30. THE FINAL VOTE IS GIVEN BY THE AVERAGE OF THESE TWO KIND OF EVALUATIONS.
THE WRITTEN TEST AIMS AT VERIFYING IN A TRANSPARENT AND OBJECTIVE WAY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENT OF THE PROGRAM.
THE ORAL EXAM CONSISTS OF QUESTIONS AND DISCUSSION ON THE THEORETICAL AND METHODOLOGICAL CONTENTS OF THE PROGRAM, SO AS TO ENSURE NOT ONLY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT BUT ALSO THE ABILITY TO DISPLAY TOPICS WITH APPROPRIATE TERMINOLOGY.
FOR THE SECOND PART:
THE EXAM IS ORAL AND IT COULD TAKE IN A DIFFERENT DATE RESPECT TO THE FIRST PART.
Texts
T.L. TUTEN, M.R. SOLOMON, SOCIAL MEDIA MARKETING. POST-CONSUMO, INNOVAZIONE COLLABORATIVA E VALORE CONDIVISO, PEARSON, MILANO, 2014.

A. MANDELLI, BIG DATA MARKETING: CREARE VALORE NELLA PLATFORM ECONOMY CON DATI, INTELLIGENZA ARTIFICIALE E IOT, EGEA SPA, 2017.

M. DELLA VOLPE, IMPRESE TRA WEB 2.0 E BIG DATA. NUOVE FRONTIERE PER INNOVAZIONE E COMPETITIVITÀ, CEDAM, 2013 (SOLO I CAPP. 3, 4, 5).
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